ONLINE MARKETING ACCESSIBILITY AND BEHAVIOR AMONG BATIK ENTREPRENEURS IN LAWEYAN, SURAKARTA, CENTRAL JAVA

Authors

  • Meutia Sistarani Universitas Bina Nusantara
  • Indriana Indriana Universitas Bina Nusantara
  • Rosalin Ayal Universitas Bina Nusantara
  • Adhi Bawono Universitas Bina Nusantara

DOI:

https://doi.org/10.32493/eaj.v3i2.y2020.p146-153

Keywords:

Online Marketing, Online Shop, Batik Entrepreneurs

Abstract

In this study, researchers are evaluating the accessibility of online marketing, the most preferable online shops among consumers and the income earned each month generated through it. This research is using a qualitative method on respondents from the batik entrepreneurs’ in Laweyan, Surakarta, Central Java. The primary and secondary data are collected at every research stage. Those data are further analysed using interactive model data analysis. As a result, it was concluded that batik entrepreneurs in Laweyan are actively engaged with social media, but only a few of them are capable to utilize it for their marketing activities. The main reason is due to the limited human resource capable to run an online shop effectively, therefore most of them prefer to sell their goods in a traditional offline store basis. It is very unfortunate, because we also discovered that among batik entrepreneurs who already applied online marketing, their income has increased significantly. From this research, we suggest batik entrepreneurs in Laweyan, Surakarta, Central Java to actively use online shop as an option to market and distribute their product. They could spare some time, at least once a week, to update their business social media, e-commerce page, or business website. By doing this, batik entrepreneurs could increase their income and wider their business.

References

Ashrafi, R., & Murtaza, M. (2008). Use and Impact of ICT on SMEs in Oman. Electronic Journal Information Systems Evaluation, 11(3), 125–138.

Astuti, A. B. (2016). Analisis Strategi Pemasaran Media Sosial Pada Online Shop. Kreator, 03, 1–10.

Bungin, B. (2013). Metode Penelitian Sosial dan Ekonomi. Jakarta: Kencana Prenada Media.

Commerce, U. S. C. of. (2016). Small Business Marketing Strategies. New Jersey: John Wiley and Sons.

Durmaz, Y., & Efendioglu, I. H. (2016). Travel from Taditional Marketing to Digital Marketing. Global Journal of Management and Business Research: E-Marketing, 16(2).

Febriani, N. S. (2017). Faktor Kebudayaan Pendorong Munculnya Loyalitas pada Konsumen Kuliner Kota Kediri Jawa Timur. Jurnal Studi Komunikasi, 1(3). https://doi.org/10.25139/jsk.v1i3.296

Fildzah, N. A., & Sari, D. (2017). Pengaruh Celebrity Endoser Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Sweater Online Shop Alco Di Media Sosial Instagram. Bisnis, Administrasi Komunikasi, Fakultas Telkom, Universitas, 11(2), 99–112.

Ibrahim. (2015). Metodologi Penelitian Kualtitatif. Bandung: Alfabeta.

Kotler, P., & Keller, K. L. (2012). Marketing Mix. New Jersey: Pearson Prentice Hall, Inc.

Pinto, M. B., & Yagnik, A. (2016). Fit for life : A content analysis of fitness tracker brands use of Facebook in social media marketing. Journal of Brand Management, 2015. https://doi.org/10.1057/s41262-016-0014-4

Prabowo, Y. D., Rusli, M., Teknologi, I., Jl, K., Selatan, P., & Timur, J. (2017). Faktor yang mepengaruhi Keputusan Pembelian Ulang pada Forum Jual Beli, 3, 63–73.

Queiros, A., Faria, D., & Almeida, F. (2017). Strengths and Limitations of Qualitative and Quantitative Research Methods. European Journal of Education Studies, 3(9), 369–387.

Rafa’al, M. (2017). Identitas Gaya Hidup dan Buaya Konsumen dalam Mengkonsumsi Brand The Executive. Jurnal Komunikasi Profesional, 1(1).

Razali, R., Saraih, U. N., Shaari, M. S., Abd Rani, M. J., & Abashah, A. (2018). The Influences of Effectiveness, Competitive Advantages and Market Accessibility on SME Performance in Malaysia. In MATEC Web of Conferences. https://doi.org/https://doi.org/10.1051/matecconf/201815005023

Salehi, M. (2012). Dissimilarity of E-Marketing vs Traditional Marketing. International Journal of Academic Research in Business and Social Sciences, 2(1), 510–515.

Salo, J. (2017). Social media research in the industrial marketing field : Review of literature and future research directions. Industrial Marketing Management, (November 2016), 0–1. https://doi.org/10.1016/j.indmarman.2017.07.013

Sandelowski, M. (2010). What’s in A Name? Qualitative Description Revisited. Research in Nursing and Health, 33(1), 77–84.

Stats, I. W. (2019). Top 20 Countries With The Highest Number of Internet Users. Retrieved May 13, 2020, from https://www.internetworldstats.com/top20.htm

Published

2020-07-30